The evening of CCTV? Content, promotion and income growth are all apathy

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Do you remember the recent hits on CCTV?

You don't remember? You're still young. The entire television industry audience's aging is the industry's recognized status quo, and CCTV, especially. This trend has not been present for nearly one or two years. In the 2006 "Radio and Television Blue Book", there is such a description: "CCTV's strong audience, including the male audience, 45 years old and older viewers, personal monthly income of 601-2600 yuan between the crowd, cadres and so on, the weak viewing group for young viewers, female viewers, low-income and high-income groups ..."

Ageing fans are surrounded by apathy CCTV, the content, promotion and revenue growth.

One, the content is the king does not play like this

1, "All men, women and men" is not workable

In recent years, the media market to accelerate the division, the Internet news portal to occupy most of the market share of the newspaper broadcast, while the flexible and content of cutting-edge video sites to launch a shock to the television station, diverting a considerable number of young users, the traditional family to watch the news and TV dramas in the sharp decline. In the face of this situation, many of the domestic TV has been in the content of the program repositioning, found suitable for the development of personalized market segments. such as Hunan TV to 90 after the young audience, such as "Happy" brand, Jiangsu satellite TV for the young audience (and their parents) is the main "emotional card", Oriental TV and Zhejiang TV in the public audience, made a good reputation. And the variety show has always been weak Anhui TV, the strength of their own have a sober understanding, shouting "big play Taiwan" slogan.

In this respect, CCTV internal strategy is, all channel comprehensive ratings to biqing more than One-third of the market share. However, as a result of policy and thinking-oriented influence, CCTV still has to be in the content of the program, emotional coverage of the vast majority of the audience, the pursuit of content coverage, viewers of the "hodgepodge of Word-of-mouth ratings." At present, the CCTV positioning "all men and women took all" market feedback is not ideal: TV shows lack of new sharpness, variety show target audience blurred, news programs because of the development of new media, as well as well-known reasons for the decline of confidence (such as the 2013 "315 Gala" "8:20" event), A data comparison analysis of the public opinion monitoring room of the network points out: In the 1980s, the official media mastered 80% of the right to speak, and in 2012 20 hot spots in the Internet, the unofficial media mastered 75% of the right of speech. When the CCTV content strategy encountered a crisis, its "one-third" market share of the bottom line is already in jeopardy.

2, only play "change shell" and not play "Change Brain"

In the background of the 2013-year song draft herd, CCTV realized the vicious consequences of homogeneity competition, so launched the "dance out of My life", this is a novelty to seek different, trying to kill the song program siege, a change of the program, it really did the material and content is novel enough. But the level of dance is not as easy to distinguish as singing, resulting in the program and the audience psychological interaction effect is poor. This document completely ignores the audience age, appreciation level and income differences in the program, still less than the local satellite TV broadcast the same time star diving and singing talent show.

Counter-view local TV, always can play a style and personality out. For example, this year, Sarft blocked the singing talent show and the five ministries of the joint requirements of saving the party's double attack, Hunan TV felt the biggest impact. In the "to some other" idea, Mango table in the Tanabata play a different way: drama, from the Sofres of the published data, its drama program to 1.28% of the ratings and 8.77% of the market share, the national network of Provincial satellite TV program in the 1th place.

"Content is king" is the golden rule of television, television program innovation if only play "Change shell" and do not play "change Brain" will die undoubtedly. Relative to Hunan TV's sword Walk Slant unexpectedly, CCTV under market positioning, policy and other factors, still with the old-style TV thinking to deal with, Action also limited in the passive response to the pattern of the contest, the game is relatively old-fashioned.

3, no one put Cntv as the first-line website of the video industry

CCTV's official website for cctv.com,2009 years and on line cntv.com, the two have been merged into Cntv.com, but the current official website logo is still cctv.com, the identity of the confusion not only unknown to outsiders, but also implied that the two internal positioning between the unknown, its influence is also understandable.

Policy facilitation and content richness and other congenital advantages, plus "China's National network television broadcast organization" positioning, CNTV won the domestic first "Internet television audio-visual Program license" (This is to enter the domestic video website of internet television is the coveted passport). At the same time, CCTV's CNTV platform content is indeed unmatched. However, those content as the content of CCTV itself, the lack of characteristics and personality; In the video circle, young viewers are chasing the copyright blockbuster, hit palace drama, synchronized American drama, who will be thinking about the cntv on it? In this case, for the market, the greatest value of CNTV is the licence.

In order to divide up the home Internet terminal's big cake, the Internet television and the set-top box producer music vision, the millet all have the content cooperation with CNTV, launches own hardware product. Such cooperation seems to be for others to marry clothes, millet, music, depending on the limelight, where people remember the terminal behind the CNTV.

Second, the new media promotion posture is not right

At present, the domestic TV program in the new media platform to promote the means mainly include: Portal promotion (send a draft, weak text), Social platform promotion (topic hype) as well as with the video site linkage promotion.

Portal promotion. CCTV in the traditional portal and even its own platform to promote the intensity of the program does not lose the peer--2012 CCTV only for the "Thank goodness you Come" to promote the cost of up to 50 million yuan. From the beginning of the summer of 2013, CCTV to improve the TV series "Non-rim do not Disturb," the ratings, at the expense of "news broadcast", "Morning News", "live news" three Trump news column for centralized publicity. The TV ratings have been maintained in the same period of television program three, but how many of these ratings are three news contributions? In fact, most of the netizens are from Sina micro-win CCTV such abnormal behavior and have onlookers. From another point of view, there is no micro-blogging and other social platforms of the fermentation process, "non-rim non-interference" of the ratings should be another appearance.

Social platform promotion. Cntv has been trying to build its own microblogging platform to influence the audience, but in the case of Sina micro-broad, these efforts are almost unknown. CNTV currently struggles between platform builders and two of users: it is necessary to maintain its own microblogging platform and to make every effort to voice the noisy Sina microblogging platform. As a result, not only has the platform not to the audience, Sina fans are not as big as rivals. At the same time, the number of posts is also very far away from the peer, and the official micro-propaganda programs and traditional TV one-way transmission similar, very little interaction with fans, resulting in a small number of forwarding, the impact of a very limited scope.

CCTV is the national television station, CNTV is the national network television station, both sides are responsible for the CCTV program promotion, such seemingly parallel behavior behind the problem. The first is the Sina official micro-number: channels, TV columns and CNTV officials micro-voice at the same time, so that the lack of judgment of the audience can not judge the authority, but also because the information flow repeated and unbearable.

Network linkage. Close cooperation with the video site interaction is this year's national TV variety show ratings of an important means. As a partner, the video site is more familiar with the new media communication methods and channels, but also can invest more funds to promote, diluted satellite TV independent promotion costs. such as Oriental TV, "The Voice of Chinese Dream" and Archie Art Cooperation (Archie Arts promotion costs up to 200 million yuan), Zhejiang satellite TV "China sound" the second quarter of the cooperation with Sohu Video (Sohu video to pay the copyright fee billion), has achieved the TV viewing and advertising revenue-win. CCTV is mainly with its own platform CNTV cooperation, its flagship variety show has never and the domestic mainstream video site has had deep cooperation.

Third, the onlookers have said that they are old

SARFT recently released the "China Audiovisual New Media Blue Book Development Report (2013)" pointed out that by the PC, tablet computer, smart phones, the impact of the Beijing TV boot rate from three years ago down from 70% to 30%, traditional radio and television audience to the elderly focus on the group, Consumers over 40 years of age have become the mainstream of television viewing, and the age structure of television viewers is "aging". The internet has become the main channel for watching TV dramas for "dual-screen users" who also watch online video and television.

Under the background of the rapid development of the new media audiovisual industry, this is just a miniature of the embarrassment of traditional TV media. Specifically to CCTV, the future of the audience market is more pessimistic.

First of all, the majority of domestic satellite TV audience division is obvious, its program with the distinctive features, and CCTV "full net" led to the "total mediocrity" will be fatal. This plan to satisfy the taste of all the audience in the calendar year of the Spring Festival Gala show The Ultimate, every year gala audience crazy spit out the naked reality is: small, a party can not satisfy everyone's taste, in large part, a television station can not attract the whole audience's eyeball for a long time. Wait until the different age level, income level and appreciation ability of the audience are divided up, who to CCTV buy?

Second, the local satellite TV occupies the singing draft, marriage and other program market, video site is further diverted high-end, young viewers. Whether it is their own production ideas or audience groups, CCTV's "aging" has been more prominent than local TV. An ageing audience with a weak consumer capacity will weigh on its advertising revenues. In view of the current population aging concerns, CCTV in the summer of this year to push the "non-rim do Not Disturb", the intention of returning young viewers is very obvious. But at present CCTV besides news program this kind of program is still more strong outside, variety show and TV show audience group characteristic is not obvious. As a result of living habits and other factors, the return of young viewers will not be able to change the flow overnight, a "non-rim do not Disturb" does not make CCTV on the issue of an aging audience to completely bail out.

Four, money is not lying on the can earn

1, advertising revenue shambling or into the pain of CCTV

Advertising revenue has become an important yardstick to measure the operation status of a media enterprise, and the network video crowding out the market share of TV advertising has become a universal phenomenon in the world. Data from Zenith Optimedia show that by 2015, Global television advertising amounted to 226.5 billion U.S. dollars, accounting for about 40% of the entire advertising market, 2015 total online advertising will reach 132.4 billion U.S. dollars, and its overall advertising market share will increase from 16.1% to 23.4%. The TV station will remain the highest in the advertising market, but its 19% per cent annual growth rate is significantly lower than the 72% annual growth in internet advertising.

In China, online video industry revenue in 2010 but 3.14 billion yuan, doubled the following year to 6.27 billion yuan, 2012 and 3 billion yuan to 9.25 billion yuan. This number is relative to the CCTV 2012 years of 26.976 billion yuan advertising revenue is not much, but it is necessary to note that the CCTV 2012 years of advertising revenue growth of less than 15%, and from Baidu's data show that Baidu 2012 years of advertising revenue for 22.246 billion yuan, increased 53.5%, According to the current growth of both sides, the 2013 CCTV, the traditional media giant will have to "ad king" of the throne to be ceded to Baidu.

CCTV's advertising revenue by the new media catch-up, the reason is obvious: first, the audience factor. CCTV does not have the young elements of Hunan, Jiangsu and other local satellite TV, its audience is older than other satellite TV, consumer impulse and consumption capacity is obviously less than the young people closer to the Internet; second, technical factors. Compared to the internet based on large data on the delivery of precision, personalized advertising, television, forced to watch-type ads are objectionable, no advantage; third, the main advertising factors. The internet has the precision of advertising and personalized advantages, in recent years advertisers have gradually changed the attitude of the Internet advertisers to mobile video ads to accept the degree of increasing. To Super billion won the "good voice of China" second season webcast copyright Sohu Video also announced that the "good voice of China" advertising investment has been over billion, which in the mobile end of advertising has been more than tens of millions.

If CCTV is not open-minded and clings to its platform, the threat of its advertising revenue falling behind the new internet media will be inevitable.

2, CCTV electric dealer: Still have a chance?

October 2012, CCTV's electric dealer "CCTV online mall" after running 8 years after the easy name "CCTV Mall", after nine months of testing, in July 2013 low-key formal operation. Cooperation with the CCTV mall merchants no lack of silver Thai nets, parkson nets such high-end retailers. From the homepage, CCTV Mall's promotional efforts are not big, the bright spot lies in the "electric Business Media" and "anti-Fake alliance" two columns. These two columns take full advantage of CCTV's news survey. And in the operation and many other aspects of the existence of a variety of obvious difficulties.

On the one hand, compared to the scale of the electric business platform such as Taobao, Beijing-east, Amazon, CCTV, although the history of a long time, but almost unknown, whether the future will spend the money to promote, remains to be seen. Meanwhile, CCTV only in such a long time, only set up an electric business platform, and in the logistics of complete vacancy, its logistics speed and after-sale facing the test. On the other hand, the CCTV electronic business positioning high, or to create high-end shopping platform. But high-end users in the choice of so many circumstances, whether they will watch CCTV ads, and because of CCTV propaganda and landing site shopping, the possibility is very slim. Therefore, CCTV shopping platform seems to be not in the sale of goods profit, but to open up an advertising marketing channels. From the focus on the idea, CCTV mall's revision did not break away from the traditional media thinking mode, still in the original frame.

V. Summary

CCTV today's passivity is undoubtedly multi-level reasons: the traditional media in this era of common problems, the system impregnable problems, the ideology of CCTV management is particularly strict problems, life is so good that the lack of a sense of crisis problems, many people have a bad team with the problem ... Like most tragedies in this world, the saddest part of tragedy lies not in the destruction of beauty, but in the fact that when something once beautiful and powerful is destroyed, no one claims to be responsible for it, nor does it seem to be blamed on a single person or one aspect.

As the top representative of the domestic traditional television industry, CCTV, but also to capture the new media in the tide rolled up some of the spray, and its homeopathic agitation into a trend? Bless CCTV. Otherwise we can only witness a long twilight.